Tele Vision as an Advertisement Media Research Proposal

Tele Vision as an Advertisement Media - Research Proposal Example Regardless of the media or method selected, the main aim of advertisement is to convince the target audience that they have a need for the product. Through advertisement, the suppliers/marketers are trying to create an image about the product with the help of linguistic and artistic elements. The present research paper looks on how an advertisement campaign for an expensive chocolate be planned and implemented effectively through television channels to reach its target audience. The target audience consists of women in the age group of 20 to 40. The paper takes a narrative approach for explaining the various aspects of advertisement campaign and its effectiveness to the business. Everything in business demands planning for effective implementation and controlling. In advertisement also, a well planned campaign can do a better job than one which is not. Advertisement Planning gives a detailed blue print of what and how it is done at various stages of campaign. The present campaign is planned to be conducted through television to reach the target audience comprising of women in the age group of 20 to 40. A popular channel such as entertainment or sports channel is suggested for selection. The company is a chocolate manufacturing firm in the U.K. which has been in existence for some time in the market doing similar business. The new product is an addition to company's product lines, all of which have a sound customer support and brand equity. The new product which focuses on the customers, who are in the age group of 20 to 40, uses an innovative imported technology and it is going to capture the market in the next six months. The product and Brand name The product is an expensive chocolate, which has exceptional features than that available in the market. The company claims that the content of chocolate is highly recommended for the health of women in the age group of 20 to 40. The brand name decided for the product is Enclate. The brand name 'Enclate' is registered and trade mark for the same has already been sanctioned by the authority concerned. The word 'Enclate' is written using special letters, which the company developed in consultation with the advertisement agency. Objectives of Advertisement Campaign The objectives of advertisement campaign are inseparably connected with that of marketing strategy of the firm, which in turn is associated with the overall corporate strategy. To achieve and maintain the target market within the desired time frame, the firm has set the following specific objectives: 1. To disseminate knowledge about the company, its values etc to its customers and to the general public. 2. To convey about the brand, price, other promotions and distributions (Setting the advertising objective, p.2) 3. To create awareness about chocolates in general and Enclate in particular 4. To create a distinct brand image apart from other similar brands 5. To stimulate the customers to purchase the product Target Audience The company has already fixed the target audience for Enclate. Women in the age group of 20 to 40 constitute the target group for the product. Normally, this group does not take chocolates as a habit. But, the

CRJS315 U2IP Research Paper Example | Topics and Well Written Essays - 250 words

CRJS315 U2IP - Research Paper Example It is the nature of teenagers to be rebellious but has the society asked itself what causes all this. Reported cases of bad behavior and illegal practices are common among juveniles, and this is worrying (BartuschandBurfeind, 2011). Anomie is the scenario where a community does not offer any guidance or direction to the people. This is especially the case for the 21st century where everyone is busy looking for money and self-empowerment while disregarding the general cohesion and togetherness of the community (Welsh and Siegel, 2011). Anomie is caused when a society undergoes rapid changes in its underlying values due to e.g. the emergence of different social classes. When this happens, the general cohesion of the society is weakened leading to different chances for the individuals to access opportunities equally. The lack of opportunities especially on the side of the less fortunate, results in a lack of morals. This is because they are willing to do anything to have those chances. Some end up finding their lack but most never do and may end up detesting the well-off (Clark,2000). This usually leads to cases of bad behavior e.g. bullying, pickpocketing, petty thieves and even drug and substance abuse. In cases of college teenagers, the inequality among the students may cause some of them to be involved in exam malpractices (Peterson,2013). To them, it is available means to excel in class and make a better life for them especially if they come from poor backgrounds. The solution, therefore, as a probation officer, is to encourage the community that, even though people may be in different social classes, the general cohesion and togetherness of the people should be maintained (Nowinski, 2007). The other things would be to encourage them to ensure equal opportunity for everyone and prevent discrimination against because of anything. Be it because of their sexual orientation, gender, race, social class or anything,

Postmodern Aerobics :: Exploratory Essays Research Papers

Postmodern Aerobics These days, I'm living life flat-out, literally and figuratively. I say literally since I'm lying face up in a back float right now, and figuratively since I'm in the final stretch of my coursework for a degree in literature. I come to the pool, though, even with exam deadlines looming over my head, or perhaps be-cause of them, since I need to feel all the gravity fall away, experience even for just a moment the feeling of weightlessness. From my vantage point in the pool, I can see the aerobics class hard at work in the plate-glass exercise room on the balcony above. The other side of that room is lined with mirrors, and many of the members watch themselves step, extend, and jiggle. I can hear the bass line of the retro disco music pounding down through the foundation, overpowering the strain of classical music wavering from the radio on the pool deck. I lay my head back in the water and think about how unhappy they look, their faces wrought in sweat, determination, and desperate amusement. It occurs to me that they are engaged in a kind of postmodern aerobics. No excesses enter that stripped-down room with them; they bring to it only a sharp perception of their bodies, fragmenting themselves into pecs, abs, and buns of steel. Constantly assessing themselves in terms of the minimal, they self-consciously measure the body fat on their upper arms and thighs with a small device that pinches their flesh between two levers. Even more painful to watch is the process that follows as they evaluate the units with stern faces, consulting each other in an almost robotic fashion. It seems they'll let nothing get in the way of sculpting the exterior, perfecting the outer package. "The stomach needs work," I will hear one of them say later in the locker room; she will not say "my stomach" or "my torso." Each one proceeds to talk about an element of her body as if it were something she has managed to separate from herself. And I've never once heard them mention the soul. While members of the "Masters" competitive team may possess some or all of these qualities, "Sunset" swimmers do not think this way. We come to the pool in search of our souls, that part of ourselves that loves to be submerged and buoyed and enveloped by water.

Retail Management Essay

What can an independent retailer learn from this case? An independent retailer can pull several insights from this reading. First and foremost the market is becoming severely competitive which means that independent retailers will have to adapt to the environment. Adaptations such as; benchmarking other retailers, pinpointing customer needs & wants, developing a long-term strategy for adaptation are to be made. It is imperative that retailers find ways to draw-in and maintain customers by changing with the market. Soft line specialty stores have found that the recent economic downturn has hurt the industry and in turn created intense competition for retailers to find new ways to get more sales from existing customers. Some good ideas for retailers to consider after reading this case are, repositioning old images, continuing to target the youth market, and creating a life cycle of retailing whereas, when a customer outgrows a particular brand, you have another brand for the consumer to grow into. There are also many ways that our ever-advancing technology can be incorporated into retailing to aid companies in increasing revenues.

How motivation theories help elicit effort from employees - Free Essay Example

Sample details Pages: 9 Words: 2836 Downloads: 10 Date added: 2017/06/26 Category Management Essay Type Narrative essay Did you like this example? For a company to successfully run, company should come up with creative ideas and high efficiency of the work, and to do that, a firm should be able to motivate each worker of the firm to elicit each of their discretionary effort. It is because, it directly links with the total wage spending of the company which should be linked to outcome and cost of monitoring effort and considering all of those making employees willing to work will result in greater efficiency of the company. Employees are the core or the main body of all the production of product and service. So how can a company which does not even satisfy their own workers will possibly satisfy the customers with high quality product and service?() Therefore, there is an idea weighing on the management style of of the workers, by the workers, for the workers'(). Following to above management style, manager of big companies are developing or considering variety motivating techniques and motivation th eories. So firms not only needs deal fast with each of their own fast-changing environment but also concentrate to create best working condition for the workers to maximize motivation. Like firms mentioned above with motivation, they are nimble to listen to the claims of the employees. They apply techniques like project team-work, performance-linked pay and incentives to reach perfect inner-service to the workers. So, like above, there is gaining importance of giving motivation to workers. In this essay, I will search and study theories of motivation and look in to detail of successful firm Nokia and analyze this firm by doing it so, I would like to find out the meaning of motivation and how well those managers of Nokia have elicited discretionary effort from workers for the company. Theory Maslows Hierarchy of Needs theory Most famous is Abraham Maslows hierarchy of needs theory. He believed that there is 5 level of hierarchy of needs exist within human nature. (A.H. Maslow, A Theory of Human Motivation, Psychological Review 50(4) (1943):370-96) Physiological Needs It is simply most basic needs for human to survive. Things like needs of oxygen for breathe, fulfillment of hunger, thirst, sex and sleep. They are the biological needs which are most essential, it comes front of all the desires that human would want. Safety Needs When physiological needs are fulfilled, the needs of security are followed. Human should fill sense of safety of their own health, employment, property and resources. Those factors make them feeling safe. Needs of Love/Belonging Human is social animal, when the front two needs are filled, third need can become dominant. Human nature always seeks for the sense of belonging and love/friendship. Maslow describes people seek to overcome feelings of loneliness and alienation (Maslow, Abraham (1954). Motivation and Personality. New York: Harper). Needs for Esteem When the first three needs reach to sati sfactory level, the needs for esteem can become next. It is like self-esteem and respect from others. When these self-esteem and respect is gratified, the person feels confident and valuable as a part of person in a society. Deficiency of those needs would make a person feels weak, inferior and nothing. Needs for Self-Actualization When each level of foregoing needs is fully satisfied, then the last level of needs self-actualization is activated. According to Maslow, self-actualization is what a persons need to be what they are born to do. There is a famous quote by Maslow, Abraham H. A musician must make music, an artist must paint, a poet must write, if they are to be ultimately at peace with themselves. These needs make people to feel progressing, reach-potential and self-fulfillment. (Psychology The Search for Understanding by Janet A. Simons, Donald B. Irwin and Beverly A. Drinnien West Publishing Company, New York, 1987) By observing hierarchy of needs, each le vel tends to be satisfied to progress on next level of hierarchy. However, from the point of giving motivation view, none of those desires or needs could not been perfectly satisfied. Maslow theory describes that somehow-satisfied need could not stimulate the people any longer. How hierarchy of needs Theory could be used in management According to Maslow, if someone wants to motivate somebody, there is a need of understanding what that specific person wants and find out where his or her need is located in hierarchy of needs and provide the upper level of hierarchy. Adamss Equity Theory Adams, J.S. 1965. Inequity in social exchange. Adv. Exp. Soc. Psychol. An individual always do compare himself to others. Lets say, an individual got offer of 2500 pound per month and he thinks it is very good deal and took the job, he will do his job with passion and he will be satisfied with his work. However, if someone else or his acquaintance gets the same job with 3000 pounds wit h same as his ability/work time/contribution, probably he will not be happy about his earning and job. Even if he was satisfied with his earnings in the beginning, as soon as he feels that its not fair or equal treatment, the matter that he gets good paid it will not consider him much, but rather obsessed with others payment. The problem is that individual starts to think comparatively and starts to believe it is not fair. An individual always compare within his mind and think about the effort he put in and the reward. By doing so, if an individual thinks that he is not fairly treated, the input effort will be directly affected (demotivated). Above examples idea is called Equity Theory and it was developed by Stacey Adams in 1965. It is simply, an individual comparing his input-reward and others input-reward proportion. For an employee to compare himself in equity theory, the referent is important variable. There are three types of referent system, self and other. For system, the referent is the system of individuals belonged organization. Individual will take wage structures, wage policy and decision-making process into the consideration. Also, organization will need to make important decision with organizations system to an individual as a comparison to others. Putting self as a comparison referent, result ration of input will be referenced to individual. This is reflected by ones experience or standard wage or family maintenance-need allowance. Equity theory is not only interested in absolute reward, it also has interest in others reward. An individual do compare others input-reward, founding on effort, experience, education, and ability over their wage level, promotion and recognition. If an individual feels unfair and inequitable over reward ration of input, this feeling will make him/her to experience tension. This tension will continually provide motivation until he/she is treated in equity to him. How Equity Theory could be used in management Monthly paid employees will enhance quality and quantity to feel the fairness with tension and increase input factor for fair wage proportion. When compensation is made with Production quantity, over-rewarded worker will have lower quality but higher quantity just to increase their income. However, an individual who receive payment founding on price ratio will increase in effort to accomplish fairness and this will lead to increase in quantity and quality. But, this might result in excess payment and unfairness. Therefore, managers should direct employees to enhancing in quality rather than quantity. Also motivation is influenced by not only absolute reward but also relative reward. Each time when employee feels that s/he is unfairly treated, it will follow an action to fix about that inequity, like improved or diminished productivity or quality, absence and turnover. Therefore, it is most important factor to make employees to feel in equity in equity the ory. Vrooms expectancy theory Most comprehensive explanation about motivation is performed within Victer Vrooms Expectancy Theory. Expectancy theory is well described by Montana (Montana Patrick J; Charnov, Bruce H, Management 4th edition; (2008) Barrons Educational Series, Inc.), This theory emphasizes the needs for organizations to relate rewards directly to performance and to ensure that the rewards provided are those rewards deserved and wanted by the recipients. The expectancy theory suggest that action is followed the expectation from the result and the amount of effort is decided by how attractive the result is to an individual himself. Below, there are three linkages with this theory. Effort-performance linkage: Possibility of reward expected by putting certain amount of effort. Performance-reward linkage: Beliefs which expect right reward will be given by doing certain level of performance. Attractiveness: a persons target and desire of potential res ult or reward which could be obtained by doing his job successfully. All explanations seem similar, but simply there are three points. First, how much an individual should work for certain level of outcome and whether that outcome is possibly achieved. Second, what will be the reward for doing such work? Third, how attractive the reward is from the effort of doing such work and how does this job help with goal achievement? ÃÆ' ¢Ãƒ ¢Ã¢â€š ¬Ã‚ °Ãƒâ€šÃ‚ « Applying Expectancy Theory How Expectancy Theory could be applied? For to link with motivation, I will example myself and try to find out how this theory used. Most of students have preference on professors or lecturer expecting for something that they would like to learn from the course unit. They would like to know when the exam will be, what kind of assignment they need to do and how much percentage will be taken to get maximum grade or how much amount of time will going to be needed, and think logically abo ut whether this course is linked with what they need. Lets say that I feel in the way above. I liked this course unit and worked really hard to get good mark on this essay. I have prepared for long time for this and believed that this will be helpful when I graduate and get good job or get into master course. Then, result came out, my average score of all the course units were 72 percent, however, this specific course was 41 percent. And I got angry and frustrated. Like other assignments, I prepared exact amount of time and put effort, but how could only this specific unit gets such a low score? From here there will be some interesting facts will be coming out. Suddenly, he (I, from others perspective from now on) will be constantly missing this unit course lecture and do not revise. Even if he attends the lecture concentration for this course is hugely dropped. So, we could say that his motivation is lacking with the related subject. Why did he change? To explain this u sing motivation theory term; At the beginning, the merit of good grade (Effort-performance linkage) was high. However, the result was not good (Performance-reward linkage). In other words, if the assignment was fairly graded based on what he did and got good score, the Performance-reward linkage is satisfied and it would have motivated him more. However, if he is demotivated, it is from his belief that his knowledge was not incongruous with fair grading system. How Expectancy Theory could be used in management First, Expectancy Theory emphasizes on pay and reward. As a result, organization should believe that employees also want the same reward and compensate. This kind of perspective is from egoism that an employee pursuit expected-satisfaction to be maximized. So that manager needs to try to fulfill that expected-satisfaction wisely. Second, theory points up understanding of attractiveness by the workers. Employees will want to be treated reasonably with positive resu lt/target/outcome they expected. Therefore, the firm should try to satisfy employees attractiveness. Third, theory highlights on expected performance. Does an individual understands what is expected on s/he and how could it be compensated. If workers do not grasp the point of this relation, the ultimate goal of organization will be never met. So, this is essential to make both manager and workers to understand clear of performance-reward relation. Last, theory relates with perception. No matter what actually happens, a persons perception decides level of effort according from not objective result but from performance, reward and goal achievement. Therefore, there is a need for continuous feedback to match the reality and perception of workers. Case Study  ¿Ãƒâ€šÃ‚ ­ What is Nokia? Nokia is a Finnish multinational network corporation is headquartered in Keilaniemi, Espoo (Nokia in brief (2007) (PDF). Nokia Corporation. March 2008.) Nokias main industry is in the manufacturing of mobile devices and in converging Internet and communications industries, with 128,445 employees in 120 countries, sales in more than 150 countries and global annual revenue of EUR 50.7 billion and operating profit of 5.0 billion in 2008. It is the worlds largest manufacturer of mobile phones: its global device market share is approximately 38% in 2009, (Q3 2009: Quarterly and annual information. Nokia Corporation. 2009-10-15) The Nokia brand, valued at $34.9 billion, is listed as the fifth most valuable global brand in the BusinessWeek, Best Global Brands list of 2009 (first in non-US Company). It is the number one brand in Asia (as of 2007) and Europe. Also Nokia is the 42nd most admirable company worldwide in Fortunes Worlds Most Admired Companies list of 2009, and the worlds 85th largest company as measured by revenue in Fortune Global 500 list of 2009. (Fortune Global 500 2009. Fortune. 2009-07-14.) Nokias Case study for motivation Incentive Progra m  ¿Ãƒâ€šÃ‚ ­ Monetary Incentives: work performance wage structure, Global bonus plan (when profit exceeded 20%, 5% cash payback), production and researchers incentives.  ¿Ãƒâ€šÃ‚ ­ Non-monetary performance bonus system and Complete and Fair Assessment Nokia motivates employees by providing rewards according to their performance. However, its hard to see that they only motivated people with monetary returns, Non-monetary performance bonus system also help to motivate workers. Things like promotions and possibility to self-development will help and also a clear and fair system for this is needed. Nokia is not in seniority system, there was a case 34 years old man became vice president by his ability. Nokia tried to achieve highest level of work satisfaction. 2. Empowerment organization  ¿Ãƒâ€šÃ‚ ­ Allowing autonomy, leads to motivation Bureaucratic chain of command provides high efficiency, but this has disadvantage of blocking creative ideas coming up from bottom line of workers. And this is one of the factors blocking motivation. Exampling Nokia, they allow significant amount of autonomous decision to workers. This provides sense of belonging to a company and people feel that they are taking part for companys profit. This leads to motivation of workers due to Maslows hierarchy of needs theory (sense of belonging). Case: Nokia immediately supported 6,000,000 dollars for the marketing for Pacific-Asia market as they received idea of competition going harsh in China. 3. Project manager system Technology, marketing, production and salesman unites as one team and work for 1-2 years for specific project and managers for the project are empowered like chairman in that specific project; this stimulates workers as it has venture business attributes. Nokia has number of small projects teams. Those groups decide everything like estimated budgets too. This gives power to agilely response to market changes. 4. Human re source development program Providing self-developing opportunities to employees / Maximizing self-development and self-actualization at work Human resource is crucial factor for economical production in industry f like Nokia with high knowledge and technology. Competitive power is human resources. Modern employees tend to think a company as not only place for earning-money but also as place for self-actualization. Therefore, a company with no self-development lacks power to attract more human resources (Attractiveness, Vrooms expectancy theory). So, firms should provide more opportunities and sense of duty of the company like Nokias human resource development program.(In Nokia, they value employees through 180 inspections list, helps to find out each workers adaptation-skill and decision-making skills in five levels. By doing so, it tells what that employee needs in specific details and gives job according to it and provide staff training service) and they also provided for ex perience improvement program by going around world branches. ÃÆ' ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€šÃ‚ » Based on Nokias motivation system, 19% of market share in mobile technology in 1999, increased up to 35% in 2001. Also, total sales were increased 48% leaving total profit 56% higher. Matthew J. (1996), ÃÆ' £Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€¦Ã¢â‚¬â„¢Future management (ÃÆ' «Ãƒâ€šÃ‚ ¯Ãƒâ€šÃ‚ ¸ÃƒÆ' «Ãƒâ€¦Ã‚ ¾Ãƒâ€¹Ã…“ÃÆ' ªÃƒâ€šÃ‚ ²Ãƒâ€šÃ‚ ½ÃƒÆ' ¬Ãƒâ€¹Ã…“ ) 11ÃÆ' £Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€šÃ‚ , Dae-kyung publishing company. Nokia homepage https://www.nokia.com ÃÆ' £Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€¦Ã¢â‚¬â„¢Analyzing Nokias successÃÆ' £Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€šÃ‚  From www.hunet.co.kr Conclusion Managers tend to think that talented-employees turnover is cause by higher financial reward from other company. However, many of employees turnover reasons are like vision-realization, challenging to new work, harmony of both life and work, higher opportunity of recognition and flexibility of culture and organization. These kinds of reasons suggest that motivation is not only from financial issues but also from Non-monetary issues like mentioned above. I believe what employees consider most is winning recognition from their bosses about work-performance. If this is not done, its evitable to demotivate workers. In this contrast, Nokia has well understood workers, with fair assessment; they have suggested sense of duty to their workers for the company and made them feel as important part of Nokia. As conclusion Nokia got grater profit and it can be said that Nokia has successfully motivated their employees. Those kinds of techniques of motivation are all founded from the theories of Maslow, Adams and Vroom and Nokia successfully adopted in reality. Don’t waste time! Our writers will create an original "How motivation theories help elicit effort from employees" essay for you Create order

Beef Ban - A Progressive or Regressive Move - Free Essay Example

Sample details Pages: 9 Words: 2561 Downloads: 1 Date added: 2017/06/26 Category Law Essay Type Argumentative essay Level High school Did you like this example? Beef Ban A progressive or regressive move If people let the government decide what foods they eat and what medicines they take, their bodies will soon be in as sorry a state as are the souls of those who live under tyranny. Thomas Jefferson, 1781 The rekindled controversy about the beef ban legislation in the states of Maharashtra and the tabled bill in Haryana has raised a few brows amongst the public who try to unscramble the rationale behind such an audacious move. Raging voracious debates with passionate champions of both the ends have put forth moot points who in their own presumed polymath and solomonic knowledge believe it to be irrefutable. Don’t waste time! Our writers will create an original "Beef Ban A Progressive or Regressive Move" essay for you Create order Innumerable questions arise in the minds of public making them ponder whether such a move is beneficial or detrimental to the society. Furthermore, the questions such as- Does the state have power to impose such ban? Should the state adjudge the dietary habits of its citizens? , is it a right of an individual to choose what he wants to eat? Is it a move vested with hegemonic interests and thereby suppressing the voices of minorities? Would the beef ban actually help the cattle? Questions such as these are inevitable to rise and forces one to introspect about the recent developments in our legislations. To answer these questions, it would be just to enlighten the reader of the current status of cattle in India. The 19th livestock census reveals that population of cows has increased by 3.5 per cent though the number of bullocks has decreased by 16 percent. The livestock sector plays a quintessential role in the Indian economy in terms of employment, income and foreign exchange earni ngs. Currently, India has established itself as the largest buffalo meat (carabeef) exporting country. Buffalo meat alone accounts for over 75% of the total exports of Indian meat sector. Indian buffalo meat exports have grown at an illustrious rate l in the last two years, as a result of which India now stands as the fourth country in the world to export more than 1 million tonne of bovine meat annually. The above data indubitably paints a glossy and rosy image of the potential meat industry, but then why impose an absolute ban with such stringent punishment? Referring back to the first question which arises If the state has power to implement such bans? The answer to such a question would be in affirmative as it is expressly provided in the Indian Constitution Schedule 7, List II Entry 15[1], and under Part IV, Article 48[2]. In consonance with such provisions several northern States in 1950s had enacted a blanket ban on slaughter, similar to the ones enacted by Madhya Pradesh and Karnataka. The constitutionality of these laws was challenged before the Apex Court in the case of Mohd. Hanif Quareshi Others vs The State Of Bihar[3] in 1958, in which it was contended that these laws violated their fundamental rights to property, trade and profession, and religion. The apex Court rejected claims vested in religious practice, holding through its own interpretation of the Holy Quran that cow sacrifice was not a mandatory ritual for Muslims. However, it found that it was unreasonable to impose an absolute ban on cow slaughter as it did not necessarily lead to preserve and improve the breed. The petitioners were successful in establishing that cows could be slaughtered by virtue of its age and if it became uneconomic and proved to be a burdensome for its maintenance. This precedent was reversed in the case of State of Gujarat v. Mirzapur Moti Kureshi Kassab Jammat and ors[4], the court acknowledged the Gujarat governments version comparing the dung of a co w to a Kohinoor diamond and it upheld the absolute ban of the Gujarat government thereby diverging from its 1958 verdict that useless cattle could be slaughtered. The validity of the ban can be technically upheld though the rationale behind such bans is often misleading. To justify the above statement it would be ideal to refer to the questions 2 and 3 raised in the beginning, should the state decide the dietary habits of its citizens? Is it a right of an individual to choose what he wants to eat? The solution to both the questions is juxtaposed in such a way that the answer to one directly leads to the implied understanding of the other. Freedom to choose is the hallmark of any democracy; we have been given the right to choose our profession, our place of residence and what not. These rights though can be restricted on the grounds of reasonability and justness. Freedom to choose what one eats and curtailment of beef consumption definitely seems unreasonable especially when be ef is assumed to be a part of staple diet globally. The moment state decides your menu and dietary habits, it ceases to be democratic. As a sign of dissent, ample public interest litigations have been filed by activists and advocates to lift this present blank ban. Right to choose what one eats is assumed to be part and parcel of Right to life. Furthermore, Beef serves as a poor mans source of protein. With the soaring prices of its substitutes, the indigents and not so fortunate ones depend on beef to supplement their daily diet in the hope of making it a well balanced one. The government has failed to meet with its requirements and in providing nutritious meal .For instance in the state of Maharashtra calorie and protein consumption has stagnated or declined since 1993. For example, consumer unit of daily calorie consumption in urban areas dropped between 1993 and 2004-05 by over 170 calories, from 2432 to 2261[5]. Such an atrocious move to ban amounts not only restricts the ri ght to choose but forces one to render his rights to live in a dignified way with optimal and adequate levels of nutrition infructuous. If the predicaments for the nutrition demand and the excess supply of cattle coexist, why ban? To answer this question it is necessary to analyze the third question raised at the beginning- Is it a move vested with hegemonic interests and thereby suppressing the voices of minorities? The politics of beef are portrayed as cultural, but the reality is shaped by economics. Not only Muslims, but many Hindus and Christians consume beef as part of their daily diet. The ban in many ways seems to be motivated by religious fringe elements. Mohammad Saadullah, then chief minister of Assam, had accurately reminded the Constituent Assembly that Muslim farmers were as reluctant as their brother Hindu farmers to send off the economically productive cows to slaughter, and that the majority of cows which were killed and sold to abattoirs were by the fellow Hindus. Cow has been considered holy and equated to the likes of Gods, killing of the same was considered to be a taboo amongst many. The presence of carcass of a cow too was considered valuable and the person who touches or is in midst of such a scene is considered untouchables. If that is the case, would it be possible for Hindus themselves to have eaten cow in the past? Dr. BR Ambedkars texts suggested that Hindus were indeed a beef-eating community and that the ousting of beef from the Hindu diet was a result of the attempt at hegemony by the Brahmins over the Buddhists. Ambedkar was of the opinion that it was originally the Buddhists who were vehemently opposing the slaughtering of animals, these ideas were beginning to be acclaimed amongst the commoners, the Hindu lot responded by imitating and earmarking certain aspects of Buddhism. It needs to be noted that cows were acknowledged a sanctimonious position in the Hindu system and it occupied a profoundly hallowed position. An d so, despite the Hindus supposed predilection for beef, the slaughter of the same became a sign of desecration[6]. Referring back to the endorsement of views by the Apex court in the case of Kureshi wherein Supreme Court accepted that cows urine could be used as natural pesticides. This conventional wisdom has been readily digested by Vinayog Parivar, an animal rights trust based in Mumbai who had lobbied for states to pass tough legislation against cow slaughter claimed that nearly 30-40% of Indian farmers use this urine-neem mix as bio-pesticides. Little did they know that a standing committee of Parliament suggested that bio-pesticides only makes up 16% of all the pesticides used with no special mention of the proportion which composes from cattle wastes. Dr Kirit Somaiya, a BJP M.P claimed that infirm cattle could help in agricultural economy by providing for Bio-electricity, but the evidence seems to be pointing on the contrary, in fact States which have liberal laws on cattle slaughter, like Andhra Pradesh, West Bengal and Tamil Nadu all of which permit conditional slaughter have performed excellently in the field of agriculture. This seems to be a befuddled combination of both inters and intra religious hegemony convoluted with politically vested interest. Considering the contentious issue at present, the beef ban bill in Maharashtra had moped the dust since 1995 and on a landslide victory in both the centre and state, this bill immediately received assent from the President with alacrity. The bill purports itself to be beneficial to the cattle under the ethical purview of animal rights rather than a move politically motivated , but how true is that ? Had beef ban been imposed as it is purported then simple economics reveals that, the demand for beefs substitutes would increase gradually, that is the demand for chicken and other source of meat. A rise in demand would inject an impetus to increase its supply. Poultry industry has been notor iously known to be violating animal rights[7]. The debates by the champions of the beef ban who have cited animal rights to be the cornerstone for such bans have been contradicting commonsense and economics, at the larger purview this move would act as a trigger for violation of animal rights in a massive scale. A major flaw in this legislation is that this violates not only the rights of other animals but jeopardizes the lives of cows itself. The number of abandoned cattle is on the rise and with the introduction of this move, the numbers may shoot up. The plight of the stray cattle is worse. The Union Environment Minister Prakash Javadekar himself said thatAt least 30 kilograms of plastic can be found from the stomach of every cow or buffalo which dies in India[8]It is often these stray cattle which are transported illegally to states which permit slaughter. These cows suffer excruciating physical and mental stress during such transportation. It has been reported that cows tail snaps and are forced to endure starvation and thirst. The cramped up place adds misery thereby making them prone to diseases. Illegal transportation of the cattle between the borders could be generating Rs 14,000 crore to Rs 15,000 crore per annum[9]. This legislation may increase the illegal abattoirs in the State. This legislation though novel is far from pragmatism. The true object of this legislation can be attained when adequate shelter and care is provided for the abandoned cattle. The government has proposed the concept of gaushalas, which are the organizations that take care of abandoned/stray cattle. The state of these gaushalas is summarized by N Surabhi who is an animal rights advocate. She says I have visited many gaushalas. I have found that often the upkeep of these animals is dismal, either because of lack of funds and infrastructure to provide adequate care or because of apathy towards to the plight of these animals. When such are the solution, it would not be ir onic to say that the legislation which is supposedly to be the asylum turns out to be more precarious and perilous. It is of no doubt that this ban restricts the individuals choice to consume desired food. Unfortunately, this is just a microscopic problem. At a larger scale this would adversely affect the livelihood of people who are involved in this industry. In Maharashtra alone it is expected to affect the lives of over 20, 00,000 individuals[10]. The ludicrous proposition of punishments under the amendment of Maharashtra Animal Preservation (Amendment) Act 1995 reveals that offense would be cognizable and non-bailable with a liability of fine up to Rs. 10,000 or/with the risk of imprisonment upto 5 years. Meanwhile, the Haryana Gauvansh Sanrakshan and Gausamvardhan Bill 2015, passed by the assembly unanimously, bans sale of all kinds of beef with an even stricter and stringent punishments. It proposes the following punishments, Cow slaughter: 3-10 years jail, fine of Rs 30,000 to Rs 1 lakh Export of cows for slaughter: 3-7 years, fine of Rs 30,000 to 70,000 Sale of beef: 3-5 years, fine of Rs 30,000 to Rs 50,000. Punishments such as these seem to be absurd and highly disproportionate for the offences committed. It is revealed that these prescribed punishments are biased, prejudicial and inclined towards the beliefs of ones faith and religion. It is political move such as these which masquerades itself to be beneficial but in reality is a menace and threat to the very establishment of democracy. In order to give effect to these legislation both in spirit and letters, it is essential that effective rehabilitation be provided for the stakeholders namely the farmers, the leather industry, middlemen, workers at slaughterhouses and retailers associated with the business, adequate care and surety be provided to infirm and unproductive cattle so that the numbers of stray cattle may reduce, Stringent actions to curb illegal and illegitimate trade, transport and slaughter of cattle. The author is of the view that absolute ban on slaughter itself is redundant and would impose burden on other animal s it is suggested that a conditional slaughter be implemented under the supervision of a trained veterinary and finally to realize that animal welfare is much more than mere rescue and worship, it must encompass the notion of sustenance that is derived from the very environment which includes animals. In a broader view, the present hollow ban on beef does very little for the cattle; it hurts more than it helps. This seems to be a result of regressive politics and religious hegemony over the interests of the stake holders. If the interests of cattle are indeed our concern, it requires a comprehensive introspection of the systems that govern industries that depend on cattle. The issue needs to dealt with empathy and not apathy, it needs to be both an individual and collective effort [1]Â  Preservation, protection and improvement of stock and prevention of animal diseases; veterinary training and practice [2]Â  Organisation of agriculture and animal husbandry The State shall endeavour to organise agriculture and animal husbandry on modern and scientific lines and shall, in particular, take steps for preserving and improving the breeds, and prohibiting the slaughter, of cows and calves and other milch and draught cattle [3] AIR 1958 SC 731 [4] AIR 2006 SC 212 [5] NSSO (National Sample Survey Organization) (1996)Nutritional Intake in India,NSS 50thround, July 1993-June 1994, Fifth Quinquennial Survey on Consumer Expenditure, Report No. 405, Government of India.NSSO (2001)Nutritional Intake in India, 1999-2000, NSS 55thround, July 1999-June 2000, Report No. 471 (55/1.0/9), Government of India. NSSO (2007)Nutritional Intake in India, 2004-05, NSS 61stround, July 2004-June 2005, Report No. 513 (61/1.0/6), Government of India. [6] Paraphrase of Untouchability, The Dead Cow And The Brahmin Dr. BR Ambedkar [7] https://www.awbi.org/awbi-pdf/ac.pdf [8] https://articles.economictimes.indiatimes.com/2015-03-28/news/60578861_1_plastic-waste-plastic-bags-cow [9] Animal Welfare Board Newsletter March 2010 ( https://www.awbi.org/awbi-pdf/March NL.pdf) [10] https://www.asianage.com/mumbai/beef-ban-likely-affect-20-lakh-maharashtra-289

The Effects Of Mind Wandering On The Classroom - 2037 Words

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